Communicating Wool's Circularity CLSD

Contributing to AWI's strategy of creating a level playing field between wool and fossil fuel fibre types, this study explored wool's circularity and history of reuse and recycling. These attributes are acknowledged as key to addressing the problem of fast fashion but are largely overlooked by Life Cycle Assessment (LCA) accounting methodology. The Circular Economy is a fast-growing concept in the fashion and textile industry as increasingly more brands, retailers, governments, NGOs and consumers are pushing towards adopting circular thinking into business strategies and this study developed content for communicating this attribute of wool to the broader market.